可持续出行行为的形成机理及定制化社会营销促进效果研究

项目名称： 可持续出行行为的形成机理及定制化社会营销促进效果研究

项目编号： No.71273222

项目类型： 面上项目

立项/批准年度： 2013

项目学科： 管理科学

项目作者： 刘宇伟

作者单位： 扬州大学

项目金额： 54万元

中文摘要： 可持续出行是实现低碳、可持续消费的具体形式之一。本课题旨在诠释可持续出行行为的形成机理，解析其决策过程，聚类分析样本的出行行为，开展社会实验评估定制化社会营销促进可持续出行行为的效果。主要研究内容有：(1)基于TPB、NAM和习惯形成理论，研究可持续出行行为与不同行为前因的关系，构建可持续出行行为的整合模型，检验其有效性。(2)解析出行行为决策过程的阶段及多种因素的不同影响；以多种心理因素为细分变量，结合出行模式及使用频率，对出行者进行市场细分。(3)研究促进可持续出行行为的软交通政策，评估多种干预措施的有效性、长期效应和协同效应，分析定制技术的成本效益，提出中国可持续交通的促进机制。(4)以长三角、珠三角、京津、成渝等地随机选取的驾驶人为实验对象，设计为期6个月的社会实验，分析定制信息、出行规划和免费公交卡对出行行为变化、行为前因的影响，研究定制化社会营销促进可持续出行行为的效果。

中文关键词： 可持续消费；出行行为；社会营销；机理；促进政策

英文摘要： Sustainable travel is known as one of the means to enforce low-carbon, sustainable consumption. This study aims at interpreting the forming mechanism of sustainable travel behavior, resolving its decision making process, and clustering the behavior of travelers, and assessing the effects of tailored social marketing on promoting sustainable travel behavior based on the manipulation of a social experiment. The research agenda is arranged as the following: (1) to identify the relations between sustainable travel behavior and its various antecedents, conceive a integrated model of it and test validity of the model based on TPB, NAM, and Habit Forming Theory. (2) to resolve the stages of travel behavior decision making process and different impacts of various factors, and segment travelers following various psychological variables as segmentation bases, combined with travel modes and usage frequency. (3) to review soft transport policies towards promoting sustainable travel behavior, evaluate the validity, long-term effects and synergism of various intervention measures, and conduct the cost-benefit analysis of tailored techniques, then advance some mechanism for promoting sustainable transportation in China. (4) to investigate the effect of tailored social marketing to promote sustainable travel behavior by a

英文关键词： sustainable consumption；transport behavior；social marketing；mechanism；promoting policy